Despite HFSS regulations dating back to 2018, a new report on the soft drinks sector suggests that fewer than 1 in 6 consumers have ever heard of ‘HFSS legislation’ and just 4% of adults can correctly identify what HFSS means.
The study by Purity Soft Drinks found that despite standing for ‘High Fat, Salt and Sugar’, 22% of consumers that claimed to have heard of HFSS thought that it stood for ‘Healthy Food, Sizes and Servings’. However, more than half of adults (53%) reacted positively when finding out what HFSS is and its intention, demonstrating the need for education and support around the legislation.
Purity Soft Drinks noted that there is a similar degree of confusion regarding ‘from concentrate’ when it comes to Juice or Juice Drinks – with only just over half (55%) claiming to know the difference compared to ‘not from concentrate’. Perceptions of ‘from concentrate’ fruit juice is also polarised, with the same amount of consumers perceiving it to be both ‘fresh’ as well as being ‘artificial’. Also, despite Juice and Juice Drinks made from concentrate delivering essential nutrients, including vitamins and minerals, in many cases, only 19% of consumers viewed the ‘from concentrate’ descriptor as an indicator for ‘healthy’.
It was also found that there was a notable degree of information failure when it comes to some of the descriptors around sugar, with only 32% being confident of knowing the difference between ‘free sugars’ and ‘added sugar’.
Purity Soft Drinks noted that despite a heightened focus on health, there are clear knowledge gaps that are impacting consumers in making informed choices when it comes to the food and drink that they choose to consume.
Sarah Baldwin, Purity Soft Drinks CEO, commented: “We know the importance of offering healthy hydration options for the public. After recent world events, health and mindful consumption have never been so important, so it is troubling that there is confusion in relation to certain common phrases.
“When it comes to legislation, we are constantly part of these evolving conversations, but we can’t expect the public to necessarily always be aware. It’s important to be sharing information like this and ensuring that people can make the best and most informed decisions that are right for them.”
NAM Implications:
- Many consumers more than distracted by other issues like stretching household budgets…
- Any marketing person faced with ‘an education problem’…
- …knows the potential bottomless pit of cost involved.
- Perhaps the advent of Retail Media…
- …reaching consumers where and when it matters…
- …will make a difference?
